The Impact of the Growth of AI Research

The increase in artificial intelligence research at Google does not happen by chance. The company has heavily invested in the dissemination and accessibility of the technology, making it increasingly present in people's daily lives. In Brazil, 65% of respondents see AI as promising, while the global average is 57%. Furthermore, 60% believe that AI will result in an increase in jobs, a rate higher than the global average of 49%.

This optimism reflects the confidence in AI as a tool for transformation, especially in areas such as science, medicine, and cybersecurity. In the medical sector, for example, Med-PaLM 2, a generative AI from Google Cloud, is already assisting Brazilian radiologists in identifying diseases in medical images.

The Transformation of Google Search with Artificial Intelligence

Google is undergoing a significant transformation, integrating artificial intelligence (AI) into its search engine to offer more accurate and interactive responses to users. This strategic shift aims not only to improve the user experience but also to consolidate Google's position against the growing competition from other AI-based search platforms.

Growth of AI Features in Google Search

Since the launch of generative AI features, such as AI Overviews, Google has observed a substantial increase in user engagement. Currently, AI Overviews are used by approximately 1.5 billion users monthly, just one year after their launch. These AI-generated summaries offer concise and relevant answers, facilitating access to information.

In addition, Google introduced AI Mode, an experimental feature available in Search Labs, which allows users to ask more complex questions and receive detailed answers, with the possibility of subsequent interactions to deepen understanding.

Strategic Investments in AI

To sustain this transformation, Google announced an investment of US$ 75 billion in AI infrastructure for the year 2025. This investment includes the expansion of data centers and the development of advanced language models, such as Gemini 2.5, which powers the AI features in the search engine.

CEO Sundar Pichai highlighted that these investments are essential to maintain Google's leadership in the search market and to offer increasingly personalized and efficient user experiences.

Market Impact and Regulatory Challenges

Google's efforts to integrate AI into its search engine have generated positive financial results. In the first quarter of 2025, Alphabet, Google's parent company, reported a 12% increase in revenue, totaling US$ 90.2 billion, surpassing analysts' expectations.

However, this expansion has also attracted the attention of regulatory bodies. Recently, Google faced court decisions in the United States that considered its digital advertising practices as an illegal monopoly, in addition to ongoing investigations in the European Union and Japan.

The Strategy Behind the Growth

The integration of AI into the search engine is not just a response to competition but part of a deliberate strategy by Google to redefine the search experience. With features like AI Mode and AI Overviews, Google seeks to offer more complete and contextual answers, transforming search into an interactive conversation.

This approach aims not only to improve user satisfaction but also to open new monetization opportunities, such as more targeted ads and personalized services.

Future Perspectives

Google continues to invest in research and development to enhance its AI models and expand its capabilities. With the growing demand for fast and accurate information, the company is positioned to lead the next generation of search experiences.

However, the success of this strategy will depend on Google's ability to balance innovation with responsibility, ensuring user privacy and compliance with global regulations.

The growth of artificial intelligence research at Google reflects a global trend of greater interest and adoption of the technology. In Brazil, for example, a survey conducted by Google in partnership with Ipsos revealed that 54% of Brazilians used generative AI in 2024, surpassing the global average of 48%. This increase in engagement demonstrates not only public curiosity but also Google's strategic intent to promote AI as an essential tool for the future.

Source TechCrunch

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